Starburst Flavor Morph

Wrigley’s which now runs the Starburst franchise of products just came out with a new variety, called Starburst Flavor Morph. They come in both the long single serving pack, a king size and the 13 ounce bag I picked up at Target over the weekend.

The package says that they have Flavor Changing Beads, which sounds kind of high tech and kind of like a feature of cosmetics/hygiene products.

The newest Starburst offers more than just a variety of flavors in each pack - now, consumers will get to experience a variety of flavors in every square. The candy, which features flavor changing beads, morphs from orange to orange strawberry or cherry to cherry lime.

So, basically, instead of four flavors in the package, there are just two.

Cherry -> Cherry-Lime is wrapped in red with white waves on the little waxed paper wrapper. They’re dark pink and at first do taste just like the traditional Cherry Starburst. The Cherry Lime notes come in rather late, and the advertised flavor beads aren’t evident as pops or crunches. The lime notes were actually a welcome transition in the flavor of the chew, the citrus goes well with the very traditional artificial cherry flavor.

Orange -> Orange-Strawberry looks just like an Orange Starburst, but with a few little flecks. However, it smells like a Strawberry Starburst. So the flavor morph in this instance was not really transitional ... the flavor was absolutely orange and strawberry the whole time. I liked the combination, it’s different from the usual citrus or strawberry combinations.

I haven’t been excited or converted from the classic Fruits package by any of the new Starburst introduction in the past 10 years. This version is no different, it’s a novelty. It’s missing the usual variety and the flavor combinations while appealing aren’t radical enough. While it doesn’t say Limited Edition on the package, I don’t expect them to stick around very long.

Starburst are marked as a gluten-free product. They do contain gelatin, so are not appropriate for vegetarians/vegans and are not Kosher. There are no statements about nuts or other allergens on the package though other sources say they’re nut free. A serving of 8 pieces contains 20% of your daily RDA of Vitamin C. I found them expensive as well, $3.14 for a 13 ounce bag of sugar candy is a bit steep.

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